Video Site Maps: Why Bother? - Customer Paradigm...redbox 0.42 facebook.com 0.90 fandango 0.42...
Transcript of Video Site Maps: Why Bother? - Customer Paradigm...redbox 0.42 facebook.com 0.90 fandango 0.42...
Copyright © 2008 Customer Paradigm , All Rights Reserved. Web Marketing
Video Site Maps:Why Bother?
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Copyright © 2009 Customer Paradigm , All Rights Reserved. Search Engine Optimization
Buzzwords
50-70% of consumer & business purchasers start with Google, Yahoo or other search engine.
FACT:
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Buzzwords
Search users trust ‘organic’ search results more than ‘sponsored’ search results from advertisers.
FACT:
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Buzzwords
People search for some really strange things.
FACT:
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What Do People Search For?
•Company’s Website
•Directions
•News
•Buy / Research Products
•Get Information
•Is the guy who asked me out
a serial killer?
•Is that email from mom a hoax?
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What Do People Search For?
0.66honda
motorcycles
0.24jbbs 12449
0.67kia0.35experian
0.67chevrolet0.39lady kathryn
0.69dodge0.42pay pal
0.87nissan0.44intelius
0.98oreilly auto parts0.72www.paypal.co
m
1.04harley davidson0.74people search
1.37ford1.14paypal login
1.37toyota1.43paypal.com
1.50honda5.84paypal
Search VolumeSearch TermSearch VolumeSearch Term
Automotive ManufacturersIT and Internet
Top 10 Search Terms by Category, Four
Weeks Ending April 25, 2009 (%)
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What Do People Search For?
0.36twitter0.27twilight
0.40you tube0.27robert pattinson
0.56my space0.30new moon
movie
0.61www.myspace.co
m
0.38movies
0.90facebook.com0.42redbox
1.23facebook login0.42fandango
1.61myspace.com0.50blockbuster
1.83youtube0.52netflix.com
4.28facebook1.41imdb
5.00myspace2.78netflix
Search VolumeSearch TermSearch VolumeSearch Term
Net Communities and ChatMovies
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Buzzwords
How many searches are done each day in US?
Q:
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Buzzwords
1. 50 million
2. 100 million
3. 300 million
4. 500 million
5. 800 million
6. 2 billion
65 BILLION searches / month
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Buzzwords
Every 1 minute,24 hours of video uploaded to YouTube.
FACT:
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Buzzwords
Average Person spends
15 minutesa day
on YouTube
FACT:
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Buzzwords
200,000 videos uploaded to YouTubeEach Day
FACT:
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Buzzwords
May 2010:2 billion videos servedon YouTube each day.
FACT:
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Buzzwords
YouTube’s audience2x prime-timeUS broadcast audience
FACT:
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Buzzwords
It would take 600+years to watchall the videos on
YouTube
FACT:
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Buzzwords
You Tube Video Source:
Amateur: 80%Professional: 15%Commercial: 5%
FACT:
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On Average,
How many
interactions
does it take
for someone
to go from
Browse to Buy?
Q:
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Buzzwords
1. One
2. Three
3. Five
4. Six
5. Twelve
6. Twenty
6-12 Interactions on Average
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Six Step Process
Guiding Prospects into Paying Customers
CurrentCustomer / ProspectDatabase
Customer Acquisition
Lead Capture
OnlineResponse
Question &Answer
LiveSales
Interaction
1.
2.
5.Retention Email
Marketing
3.
• Info
• Whitepaper
•Contact Me Now
•Attend Online Seminar
6.
4.
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Six Step Process
Guiding Prospects into Paying Customers
Search
Read
Article
Thanks
Conversation
LiveSales
Interaction
1.
2.
5.Contact Me
Now
3.
6.
4.
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Buzzwords
A Website is a
Destination
Location
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Buzzwords
… and it takes
a lot of work
for someone
to visit.
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Buzzwords
Make sure
your site can
your visitors.
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Contact Me Now?
• Passive:
• Wait For Customer To Pick Up Phone & Call
• Active:
• Please Contact Me Now Form• Lower-involvement,
Lower-commitment activity
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Buzzwords
If your company’s site isn’t ranked high:
-Customers can’t find you-Perceived as less important-Competitors gain & you lose
FACT:
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Human’s View of A Website:
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Google’s View of Your Site:
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Buzzwords
How Do
Search
Engines
Work?
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How does a search engine work?
�Automated programs that crawl the web
�Save key info about site (keywords, page names, etc)
�Rank site for specific search terms
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How humans see a site:
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How search engines see a site:
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Buzzwords
Search engines
are great at
reading
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Copyright © 2009 Customer Paradigm , All Rights Reserved. Search Engine Optimization
Buzzwords
But Search
Engines
are easily
confused.
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How does a search engine work?
�Can’t read words or content of graphics*, video, flash animations.
�Some Navigation Systems aren’t easily followed.
* Google beginning to scan images inside PDFs that contain words and convert using OCR.
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Buzzwords
What
mattersto a Search
Engine?
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What Search Engines Look For?
�Things on Your Website(relevant text)
�Things not on Your Site(inbound links)
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What Search Engines Look For?
�Relevant Inbound Links(outbound links help others, but not you)
� More sites that link to you, the more important your site becomes to search engines.
� If sites that link to you are very relevant / important, those inbound links worth more.
� .gov, .edu better than .com
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What Search Engines Look For?
�Relevant Text� Copy is King!� The more copy the better� Headings and BOLD Words Matter� Keyword Density:� 5% density = use keyword 5 times
out of 100 words on page.� Google tracks keyword density
differently (Title tag vs. copy vs. H1)
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What Search Engines Look For?
�Short Pages - Marketing “Fluff”
�Long Pages (500+ words)�More like an article�Relevant information�Links to other internal pages�Embedded Graphics or
Videos
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What Search Engines Look For?
�Domain Name� Keywords in Domain Name� Age of Domain Name� Google Sandbox� Subdomains
(email.customerparadigm.com)
� Directories (customerparadigm.com/email)
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What Search Engines Look For?
�Title Tags� Often forgotten� Extremely important� Top link in Google
�Page Names� Infuse keywords in page names
�Section Headings (H1, H2)� Viewed as important by Google
�Links to other pages�Words in links
(Read more about Boulder Marcom Group)
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What Search Engines Look For?
�Clean HTML Code� Images:� Image Names� Image Directories�Alt Text for Images
�Meta Keywords, Description�How Often Pages Are Updated�Site Map�XML Site Map
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Buzzwords
HOW TO
GET YOUR
VIDEOS
FOUND
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What Search Engines Look For?
�Google often “ignores”embedded videos
�YouTube page gets credit
�You need to tell them what you have
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What Search Engines Look For?
�Title, Description very important
�Captions and Keywords
�Transcribe for best results
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Site Map
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Copyright © 2009 Customer Paradigm , All Rights Reserved. Search Engine Optimization
Site Map
XML-Site Map:
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Video Site Map
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Copyright © 2009 Customer Paradigm , All Rights Reserved. Search Engine Optimization
Video Site Map Components
�<loc> - Landing page�<video:video>�<video:thumbnail_loc>
thumbnails > 160 x 120�<video:title> 100 characters�<video:description> 2048 char�<video:content_loc> player loc�<video:player_loc> embed
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Video Site Map Components
�<video:duration> - seconds�<video:expiration_date>�<video:rating> 0.0 – 5.0�<video:content_segment_loc>
(if long video w/ segments)�<video:view_count> # times
watched�<video:publication_date>
2010-11-03T11:23:30-07:00
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Video Site Map Components
�<video:tag> - <video:steak>(max of 32 tags)
�<video:category> (cooking)�<video:family_friendly> yes/no�<video:restriction> (countries)�<video:gallery_loc> gallery loc�<video:price> $$�<video:requires_subscription>
(free or paid)
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Copyright © 2009 Customer Paradigm , All Rights Reserved. Search Engine Optimization
Video Site Map Example
<url>
<loc>http://www.fdazar.com/blog/?p=2
34</loc>
<video:video>
<video:player_loc
allow_embed="yes"
autoplay="autoplay=1">http://www.y
outube.com/v/xQU148OFSV0</video:pl
ayer_loc>
<video:thumbnail_loc>http://i.ytimg.
com/vi/SeoQsLhvDuo/default.jpg</vi
deo:thumbnail_loc>
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Copyright © 2009 Customer Paradigm , All Rights Reserved. Search Engine Optimization
Video Site Map Example
<video:title>Frank Azar - the Strong
Arm - Personal Injury Lawyer in
Denver, Colorado </video:title>
<video:description>Watch a 30 second
commercial featuring Frank Azar -
the Strong Arm - a Personal Injury
Lawyer in Denver,
Colorado</video:description>
<video:publication_date>2011-11-
01T19:27:28+00:00</video:publicati
on_date>
<video:duration>30</video:duration
>
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Copyright © 2009 Customer Paradigm , All Rights Reserved. Search Engine Optimization
Video Site Map Example
<video:family_friendly>yes
</video:family_friendly>
<video:tag>personal
injury</video:tag>
<video:tag>lawyer</video:tag>
<video:tag>attorney</video:tag>
<video:category>personal
injury</video:category>
</video:video>
</url>
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Video Site Map Example
Suggestions:
Watch for ‘&’ and other illegal
characters!
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Seems like a lot of work!
�Host your own videos?�Use YouTube?�Use Feedburner?
�Hand-built video sitemap (best)�Automatic Solutions�Word Press Plugins
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Video on YouTube
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Embedded on Blog
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Embedded on Blog
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Use a tool in WordPress
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Submit to Google Webmaster Tools
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Copyright © 2009 Customer Paradigm , All Rights Reserved. Search Engine Optimization
Use a tool in WordPress
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Copyright © 2009 Customer Paradigm , All Rights Reserved. Search Engine Optimization
Use a tool in WordPress
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Search Engine Marketing
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Search Engine Marketing
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Search Engine Marketing
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Search Engine Marketing
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Questions?
Contact: Jeff Finkelstein: 303.499.9318 [email protected]
Questions?
• Web & Email Marketing• Personalized URLs• Print Design